Interview with Jordi Zarroca, Chief Executive Officer at Cosmopolitan Incentives in New York
Jordi Zarroca has been serving as Chief Executive Officer of Cosmopolitan Incentives since September 2010. Cosmopolitan Incentives is a boutique Destination Management Company, that provides their clients with a creative and innovative take on the planning and execution of Incentive Programs, Corporate Meetings, Product Launches, Multilingual Tours, Pre/Post Convention Programs, Gala Events, Team-Building Activities, Themed Events, and VIP Services for Corporate/Leisure Travelers in New York and around the US. Each member of the Cosmopolitan Incentives team, including Jordi, are highly qualified, multilingual experts with years of hands-on experience. Prior to joining Cosmopolitan Incentives Jordi worked in several other positions within the travel and tourism industry.
What is the MICE market?
MICE stands for meetings, incentives, conferences and exhibitions.
A lot of tour operators focus on leisure visitors, but corporations are looking for assistance in providing the best travel experiences for their clients and for sales staff as incentives.
Cosmopolitan Incentives started in 2010 and specializes in that kind of programming for clients and travel agents in markets of Mexico, South America and Spain. We work with meetings, medical conventions and incentive travel for the incoming market.
Why should it be important to inbound tour operators?
This is a market that people should be watching. It requires more attention, but a lot more money is typically spent. For a big tour operator, making money on leisure travel is about volume. With incentives, you can make more money on each client.
In addition, a lot of these trips can be off season, which spreads the business throughout the year.
What are strategies for working with this market?
The business traveler doesn’t require much – hotels and transfers. They might require small meeting space or a lunch.
The incentive groups want to be wowed, so they require more care – a personalized menu with the corporate logo and special experiences. We always look for activities to surprise and impress them. Creativity is an important part of the business, and you must have a good knowledge of the destinations. You should also be there to coordinate the tour. Creativity and service are most important.
How has membership in IITA be beneficial to you?
We decided to join because the demands of each project are different, so it’s important to know the vendors personally and learn about new activities. Things are constantly changing, so you must familiarize yourself. Last year was our first summit. We are benefiting from strengthened relationships and knowledge of new vendors and companies.